The partners in Breathe Editing, New York–editors Michael Schwartz and Andy Jennison and exec producer Kenny Pedini–have opened Platformbreathe, a New York-based nonprofit venture designed to create, produce, and air PSAs.
“The idea came to us about a year ago,” recalled Pedini, “when Michael [Schwartz] created a PSA with some outtakes from a hip hop music video he was working on. I immediately fell in love with the piece, as did the director of the music video, Phil Roc from LBM Films. We tried to sell it to the Boys and Girls Clubs of America but they had no use for it. We decided to re-tool the PSA a bit and put it on the air ourselves. That was when we had this great idea. Why not open a company solely devoted to creating PSAs where we can be our own client?”
Pedini noted, “We work all the time with directors, writers, art directors, producers, composers who all get together for the common goal of making a TV commercial to sell something. Why not get together with these same talented individuals and devise wonderful creative messages for the good of society?”
The goal of Platformbreathe is not to be political, religious or controversial, but rather to send messages that will hopefully prompt viewers to react in a positive way. The shop’s first PSA was for a cause–Enjoy Your Kid. Now–they conceived themselves. “It is designed to remind parents to spend time with their kids,” related Pedini.
Since Platformbreathe is the client, there are no outside forces to water down ideas. Platformbreathe also handles media placement.
“I thought we were going to have to buy media time when we first started doing this but I was wrong. The stations run our PSAs for free,” said Pedini, because Platformbreathe is recognized nationally as a 501 (c) (3) nonprofit corporation.
Platformbreathe has thus far completed four PSAs and plans to do several more this year. To see the company’s work, log onto its website www.platformbreathe.org.
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More